Mobile Marketing: Turning a Buzzword into Revenue February 2014

Transcription

1 Mobile Marketing: Turning a Buzzword into Revenue 18 February 2014

2 Revenue Conversion

3 Who is Sendmode? Sendmode is a leading provider of low cost bulk SMS and multi-channel marketing services to over 6,500 customers in 10 countries through our award winning online platform. Visit our website to test the service. Bulk Text Messaging service SMS Gateway, Mobile Keywords and School Text Social Media Management and Mobile Websites Multi-Award Winning Platform Manage all your marketing in one place

4 What we re going to cover Mobile Marketing Bulk SMS Mobile Landing Pages/Websites Social Media Management

5 What is Mobile Marketing? Mobile Website SMS Social Media Any form of marketing communications on, or sent to a mobile device Blogging Apps Mobile Ads QR Codes

6 Bulk SMS

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8 Irish Statistics 103.6% Mobile penetration in Sept excluding mobile broadband Over 5.6 million mobile subscriptions in the same period Almost 2.7 million Smartphone users (up 16% in 1 year) (ComReg, Q3, 2013) More than 50% of internet browsing is now done on the mobile phone 90% of mobile consumers use text messaging Text messages are read on average within 5 seconds Text messages have a 98% open rate

9 4 Simple Steps to SMS Success

10 Gather a Database Upload and Segment Send/Schedule Measure and Analyse

11 Step 1 Gather a Database Run competitions Use a mobile keyword in any printed advertisements Just simply ask customers for their name and mobile number Anything to build up a list of customers Let your customers know that you will contact them in future with offers and promotions (You must have permission!)

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17 Upload your database Step 2 Upload & Segment Splitting into groups if you wish segmenting will allow more personalised text messages This means you can send specific text messages to specific groups Personalise - try to get the customer s name so that messages can be personalised using their first name

18 Step 3 Send/Schedule This is where your industry knowledge and business expertise comes in The types of messages you send to your customers can vary, from reminders, alerts, promotions, sales, a thank you or booking information Regardless of what type of business you run, you should try to devise a content or text message strategy with objectives Last minute texts also work brilliantly for late offers, so remember to be flexible too Make sure the offer is relevant and will appeal to your customers Keep your text message as short as possible Remember to include a call to action, examples include; call now, book online, reply, call in or show this code etc.

19 Hi Tom, we re offering 25% off our golfing packages this weekend, call us before 20/02/14 on to book. Reply STOP to opt-out You MUST include an Opt-out!!

20 Step 4 Measure and Analyse Opt Outs handled by your provider Measure and Analyse Sent Delivered Click Through/Website Visits Responses/Calls/Bookings/Redemptions Look back at objectives

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22 Benefits of Bulk SMS Personalisation Immediacy Interaction Targeting Flexibility Low cost

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25 Revenue Conversion

26 Summary of 4 Steps Gather a Database Upload and Segment Send/Schedule Measure and Analyse

27 Mobile Websites

28 What is a Mobile Friendly Site? Loads fast Easy to read Easy to navigate Minimum scrolling Avoids flash Targets mobile-specific behaviour

29 Mobile Website - 4 Simple Steps Determine Content - Find out most visited pages on existing website, don t just scale down desktop site Build Mobile website in a few hours using an online tool Place a redirect link from existing website, so if customer visits from a mobile device, website redirects to mobile version Measure, analyse & keep content up to date

30 Why do I need a Mobile Website? Your customer is mobile Not all websites look good on mobile

31 A Bad Mobile Experience Can Cost You!! Mobile-based searches make up one quarter of all searches (25%) Google survey results showed that: 67% said a mobile-friendly site makes me more likely to buy a product or use a service 61% said if I don t see what I m looking for right away on a mobile site, I ll quickly move to another site 61% of users are unlikely to revisit a website that is not mobile friendly Customer engagement even increases 85% with a mobile optimized site! 52% of users said that a bad mobile experience made them less likely to engage with a company

32 Mobile Website Best Practice Compress images so they load faster Prioritise content making it easy to read Reduce the number of steps needed to complete a transaction Use Click to Call functionality Simplify navigation with section breakdown Make it local - directions and GPS Be thumb friendly and use large buttons Use mobile site redirects (to desktop version)

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35 Mobile Landing Page Use a Mobile Landing page as part of your SMS Campaign Send a link to your customers embedded in the SMS Direct them to a specific landing page on your website Or simply send a link to a poster/pdf/promotional Flyer Include a call to action for conversion Conversion can include; a registration of interest, entry to competition, request for sample goods, poll/survey or special offer to purchase.

36 Mobile Landing Page Follow through with Analytics to track clicks, bounce rate and conversions

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38 Revenue Conversion Mobile-based searches make up one quarter of all searches (25%) 52% of users said that a bad mobile experience made them less likely to engage with a company Potential Loss =13% If we have 5000 visitors to website every month with a conversion rate of 2% and average spend of 50 Revenue = 5000 Potential Loss = 13% 650 Lost Revenue per month 7800 Lost Revenue per annum

39 Summary of 4 Simple Steps Determine Content - Find out most visited pages on existing website, don t just scale down desktop site Build Mobile website in a few hours using an online tool Place a redirect link from existing website, so if customer visits from a mobile device, website redirects to mobile version Measure, analyse & keep content up to date

40 Social Media

41 Industry Stats

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44 Social Media Strategy Define your goals Identify your target audience Choose the appropriate social media platforms You may have different tactics for each platform Create an editorial calendar Measure and Analyse

45 Benefits of Social Media Social media can Engage your audience Encourage online conversations that are user-generated Increase your web presence Expand brand awareness Generate publicity (both good & bad) Provide SEO benefits Conversion rates are debatable?!?

46 Benefits of Social Media For most marketers, social media has no ROI but is great for: Brand building Relationship management Product development Reputation management Customer interaction Customer feedback/support Community building In some cases, social media can convert if you have the power to strategically capture leads

47 Turning Social Media into Revenue Reported 0.71% Conversion Rate Doesn t take into account WOM or the stages of the purchase funnel

48 Turning Social Media into Revenue Try Social Media Advertising Targeting options Measureable results Google Analytics just as important as Insights Important to remember the cost of your TIME Planning & Managing your use of Social Media will avoid unnecessary time wastage

49 Summary of Social Media Strategy Define your goals Identify your target audience Choose the appropriate social media platforms You may have different tactics for each platform Create an editorial calendar Measure and Analyse

50 Sendmode Social Media Management

51 Your To Do List After today s workshop you should do the following; Create an SMS Strategy Build a Mobile Website Formulate your Social Media Strategy Use our simple steps!

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53 For more information contact Trevor Dougherty on or Sendmode, CoLab LYIT, Port Road, Letterkenny, Co Donegal